Defining future & space.
Let’s face it—starting a new business in India is no small feat. Between navigating compliance, setting up operations, hiring the right team, and perfecting your product or service, the to-do list feels endless. In this chaos, marketing and brand building often take a backseat. Many founders, especially in single-owner or family-run businesses (the classic Lala companies), think of branding as the dessert you eat after the main course. “Let’s first set up the company, then we’ll focus on marketing,” they say. Many believe the real work is in setting up operations, perfecting the product, and establishing logistics—marketing can wait. They see it as something to indulge in after the core business is up and running.
But here’s the harsh truth: by the time you’re ready to serve that dessert, your competitors have already eaten the whole cake.
Big mistake.
Why Waiting is a Mistake
- The First-Mover Advantage is Real: In India’s crowded market, being the first to capture your audience’s attention can make all the difference. Whether it’s through social media, content marketing, or PR, early brand building helps you carve out a space in your customers’ minds before your competitors do.
- Trust Takes Time: Building trust with your audience doesn’t happen overnight. It’s a gradual process that requires consistent effort. If you start marketing only after your product is ready, you’re already behind. By then, your competitors might have already established credibility and loyalty.
- Feedback is Gold: Marketing isn’t just about selling—it’s about listening. When you start building your brand early, you get valuable feedback from your audience that can help you refine your product or service. This iterative process can save you from costly mistakes down the line.
- Building Relationships: Brand building is about creating emotional connections. The sooner you start, the deeper those connections can grow.
The Lala Company Dilemma
Let’s talk about the typical Indian Lala company—a single-owner or family-run business where decisions are often centralized, and marketing is seen as an expense rather than an investment. The mindset is often, “We’ve survived without marketing for years; why start now?”
But here’s the wake-up call: the market has changed. Consumers today have endless options, and loyalty is hard-earned. If you’re not telling your story, someone else is telling theirs—and stealing your customers in the process.
Marketing is Not a Pit Stop—It’s the Race Itself
Entrepreneurs often say, “Let me first finalize my offerings; I’ll focus on marketing later.” But in reality, there is no ‘later.’ Business is a constant evolution of ideas, products, and strategies. If you’re waiting for a perfect moment to start branding, you’ll never find it. Marketing isn’t a phase—it’s a continuous process.
The Myth of the “Perfect Time”
Many Indian entrepreneurs fall into the trap of waiting for the “perfect time” to start marketing. They believe they need a fully polished product, a fancy website, or a massive budget to begin. But here’s the reality: there is no perfect time. The market doesn’t wait for you to be ready. Your competitors certainly won’t.
Think of marketing and brand building as a sine wave—it’s a continuous process with ups and downs. You can’t just press pause and expect to jump back in when you’re “ready.” By then, your audience may have already moved on.
The Race Has Already Begun
The Indian market is a battleground. Whether you’re in tech, FMCG, or services, there’s no shortage of players offering similar products or solutions. And guess what? Many of them are already shouting from the rooftops, building their brands, and capturing mindshare while you’re still figuring out your office Wi-Fi password.
You might think, “But my product isn’t ready yet,” or “We’re still fine-tuning our services.” That’s fair. But here’s the thing: brand building isn’t just about selling—it’s about storytelling. It’s about creating a narrative that resonates with your audience, building trust, and positioning yourself as a thought leader in your space. And that takes time.
So, When Should You Start?
The answer is simple: yesterday.
If you haven’t already started, now is the time. Don’t wait for the perfect product or the perfect moment. Start small, but start now. Build your website, create social media profiles, share your journey, and start conversations. Your brand is your most valuable asset—don’t treat it as an afterthought. If you’re a founder or business owner reading this, ask yourself: What’s stopping me from building my brand today? Is it fear, lack of resources, or just the belief that it can wait? Whatever the reason, challenge it. Remember, in the race to succeed, there’s no pit stop for marketing. The sooner you start, the better your chances of winning.
What’s your first step going to be? Share your thoughts in the comments—I’d love to hear your journey!
